Getting noticed online takes more than just a website these days, simply having a website is no longer enough to ensure customers find you. The competition is fierce, and standing out can feel like trying to get a word in during a crowded conversation. If you’re a local business owner, you know exactly what we mean. But here’s the good news: optimizing your Google My Business (GMB) profile is one of the most powerful tools you can use to increase visibility and reach customers at the exact moment they’re searching for what you offer. It’s like having a neon sign that lights up every time someone is looking for your products or services—and who wouldn’t want that?

Think about it—when people are looking for a coffee shop, plumber, or personal trainer, they’re almost certainly doing it with their mobile device, searching for the businesses closest to them. If your GMB profile is optimized, you have a golden opportunity to show up in that crucial moment when they need you most.

But let’s face it—getting your GMB profile right isn’t a walk in the park. It takes strategy, regular updates, and a clear understanding of how Google’s algorithms work. Many businesses overlook this and miss out on the chance to improve their local SEO rankings, which can make all the difference when you’re trying to convert searchers into paying customers. Don’t be like the restaurant that forgets to update their hours for the holiday weekend and leaves potential customers standing outside with nowhere to go. A little effort goes a long way!

At 360 Searchvertising, we understand that your business is more than just a collection of products and services—it’s your passion, your livelihood, and your reputation. We specialize in helping businesses like yours optimize their GMB profiles to stand out on Google Search and Google Maps, ensuring your business appears exactly when customers are looking for you. We don’t just tweak a few settings here and there; we develop a comprehensive strategy tailored to your specific goals. Our aim is to help you connect with your local audience, generate traffic, and ultimately, grow your business.

In this guide, we’ll walk you through every step of the GMB optimization process, from setting up your profile to leveraging advanced features to stand out from your competitors. By the time you’re done reading, you’ll have the tools and knowledge to maximize your presence on Google and drive more customers to your door.

So buckle up—let’s learn how you can get more eyes on your business and get noticed where it counts the most!

What Is Google My Business, and Why Is It Important?

Google My Business (GMB) is a free tool that enables businesses to manage their online presence on Google. When someone searches for a business in their area, GMB listings appear alongside the search results, showing essential information like address, phone number, business hours, and customer reviews. Optimizing your GMB profile enhances your visibility in both Google Search and Maps, making it easier for potential customers to find you.

Why GMB Matters for Local Businesses

Your GMB listing isn’t just an online business card. It’s a dynamic tool for customer interaction and building your brand’s credibility. Google prioritizes well-optimized profiles for local searches, meaning that an optimized GMB listing can directly impact your search rankings. Moreover, GMB provides features like reviews, photos, posts, and Q&A, which collectively build trust and engagement.

A side-by-side comparison of an unoptimized and optimized GMB profile

5-Step Guide to GMB Optimization

Let’s get into the specifics of optimizing your GMB listing. Each step will bring you closer to building a comprehensive, engaging, and easily discoverable profile.

A list of google search results

1. Claim and Verify Your GMB Listing

The first step to optimizing your GMB profile is to ensure it’s under your control. To claim your profile:

  1. Search for your business on Google Maps.
  2. If it’s already listed, select “Claim this business”.
  3. Follow the prompts to verify ownership.

After claiming your listing, you’ll receive a verification postcard from Google. Follow the instructions to complete verification. A verified profile gains higher credibility with Google and users alike, helping boost your business’s search visibility.

A side-by-side comparison of an unoptimized and optimized GMB profile

2. Optimize Core Business Information

Having accurate, up-to-date information on your GMB profile is essential for SEO and customer experience. Here’s what to focus on:

  • Business Name: Use your real business name rather than a keyword-stuffed version to ensure compliance with Google’s guidelines.
  • Address: List your physical address or, if you’re a service-area business, specify the areas you serve.
  • Phone Number: Use a local number if possible, which makes your business appear more trustworthy to local customers.
  • Hours of Operation: Keep your hours accurate, including holiday hours if applicable.
  • Business Category: Choose a primary category that best describes your business and add additional categories if they’re relevant.

Photos on a business’ google profile listing

3. Enhance Your Profile with Photos and Videos

Visual content significantly impacts customer engagement and can lead to higher conversion rates. Here’s what to include:

  • Profile Photo: This is typically your logo and acts as a cover for your listing.
  • Interior and Exterior Photos: Show customers what your business looks like from the outside and inside.
  • Product and Service Photos: Display high-quality images of your products or services.
  • Videos: A short video tour of your business or a highlight of services can add a personal touch and increase engagement.

Google posts shared by a business

4. Use Google Posts to Share Updates and Promotions

Google Posts are a powerful way to keep customers informed about promotions, news, or upcoming events. Posts appear directly in your GMB profile and can be used to share:

  • Special offers or discounts.
  • New product or service launches.
  • Updates about hours, policies, or events.

Google Posts have a short lifespan, so make sure you update them regularly to keep your content relevant.

Reviews and ratings of a business on Google

5. Collect and Respond to Customer Reviews

Reviews play a critical role in GMB optimization. Positive reviews boost your credibility and search rankings, while responding to all reviews (good and bad) shows customers you care. Here’s how to leverage reviews:

  • Encourage Reviews: Politely ask satisfied customers to leave a review on your GMB profile.
  • Respond Promptly: Acknowledge positive feedback, and professionally address negative reviews to show you’re committed to customer satisfaction.
  • Use Keywords: When appropriate, incorporate keywords related to your business in your review responses.

Addressing Common GMB Profile Challenges and Solutions

Maintaining an optimized GMB profile is key to ensuring that your business stands out on Google Search and Maps. However, managing your GMB profile isn’t always a smooth process, and business owners often face challenges. Below are some common problems and how you can resolve them effectively.

Problem 1: Profile Ownership Disputes

Sometimes, you may find that your business profile is already claimed by another user, such as a previous employee or a third-party marketing agency. This can prevent you from making necessary changes or optimizations to your GMB listing.

Solution

To resolve this, follow these steps:

  1. Request Ownership: If the profile is claimed, you can request ownership through the GMB dashboard. Google will notify the current profile owner, who will either approve or deny your request.
  2. Provide Verification: You may need to verify your association with the business by providing additional documentation (like business licenses or utility bills).
  3. Google Support: If you don’t receive a response or the dispute continues, you can contact Google support to resolve the issue.

Problem 2: Suggesting an Edit vs. Claiming a Profile

A common confusion arises between “suggesting an edit” and “claiming a profile.” Here’s the difference:

  • Suggesting an Edit: You can suggest changes to an existing GMB listing if you notice incorrect information (e.g., hours, address, business name). However, suggesting an edit doesn’t grant you full control over the profile.
  • Claiming a Profile: This is essential if you want to take ownership and make changes to the profile regularly. If the profile isn’t claimed, you should claim it to unlock all the optimization features and manage your business details directly.

Solution

  • Suggest an Edit: When minor changes are needed, like correcting the business hours or address.
  • Claim the Profile: If you need full control over the profile to add media, respond to reviews, or create posts.

If you’re unsure, always opt for claiming the profile so that you can manage every aspect of it.

Problem 3: Duplicate Listings

Duplicate listings can occur when Google creates multiple profiles for the same business, which can confuse potential customers and harm your search visibility.

Solution

To fix this:

  1. Identify Duplicate Listings: Check for duplicate profiles by searching for your business name or address on Google.
  2. Merge or Remove Duplicates: Once you confirm duplicates, you can either merge the listings via the GMB dashboard or request Google support to remove the incorrect one.
  3. Ensure Consistency: Moving forward, make sure that all listings have consistent information, including the name, address, and phone number, to avoid confusion.

Problem 4: Suspended GMB Listings

A suspended GMB listing can occur if Google detects violations of their guidelines, such as using inaccurate business information or violating their content policies.

Solution

To resolve a suspended listing:

  1. Review Google’s Guidelines: Ensure that your profile follows all of Google’s GMB guidelines. For example, avoid excessive keyword stuffing in your business name or providing inaccurate details.
  2. Submit a Reinstatement Request: Once you’ve reviewed your profile and made any necessary adjustments, submit a reinstatement request through your GMB account.
  3. Provide Proof of Ownership: In some cases, Google may require documentation, such as proof of business registration, to reinstate your profile.

Problem 5: Unverified Business Profiles

If your business hasn’t been verified on Google, your GMB listing won’t appear in search results or on Google Maps. Verification is crucial to gaining full access to your GMB features.

Solution

To verify your business:

  1. Request Verification: Google will send a verification postcard to your business address containing a code to enter into your GMB dashboard.
  2. Alternate Methods: If postcard verification is not an option (e.g., for service-area businesses), you may be eligible for phone or email verification.
  3. Complete the Process: Follow the steps in your GMB dashboard to complete the verification process, and once it’s done, your business will be visible on Google Search and Maps.

Problem 6: Negative Reviews or Inappropriate Content

Negative reviews or inappropriate content on your GMB listing can damage your reputation and affect customer perception.

Solution

Here’s how to handle negative reviews:

  1. Respond to Reviews: Respond to negative reviews professionally and empathetically. Acknowledge the customer’s concerns and offer a resolution if possible. This shows potential customers that you care about feedback and are proactive in resolving issues.
  2. Flag Inappropriate Content: If reviews or questions contain offensive language, irrelevant content, or are spammy, you can flag them for Google’s moderation.
  3. Encourage Positive Reviews: Reach out to happy customers and encourage them to leave positive reviews, which can balance out the negative ones.

Text boxes that need to be filled to create a Google business profile

Problem 7: Incorrect or Outdated Information

As your business changes over time, keeping your GMB information up-to-date is crucial for both SEO and customer experience. Common issues include outdated hours, addresses, or incorrect phone numbers.

Solution

To fix outdated information:

  1. Regularly Check Your Listing: Make it a habit to periodically review your GMB listing to ensure that all information is current.
  2. Use Google Posts: If there are temporary changes (like holiday hours or closures), use Google Posts to notify potential customers.
  3. Update Details Promptly: As soon as changes happen (e.g., a change in hours or a new product), update your GMB listing right away to reflect this.

Problem 8: Failure to Use GMB Features Effectively

GMB is packed with tools to help you engage customers, such as Google Posts, Q&A, and product listings. Some business owners neglect these features, missing out on opportunities to engage and convert potential customers.

Solution

To make the most of GMB:

  1. Create Regular Google Posts: Share promotions, events, and business updates regularly.
  2. Proactively Answer Questions: Use the Q&A feature to address common questions about your business and help guide customers to the right answers.
  3. Add Products and Services: Highlight your offerings on your GMB profile by listing detailed descriptions and adding pricing.

Advanced GMB Optimization Strategies

Once your basic profile is optimized, here are some advanced strategies to enhance your GMB profile’s effectiveness.

1. Optimize for Keywords and Local SEO

Keyword optimization on GMB is all about being subtle yet impactful. You can’t load your profile with keywords, but using relevant terms naturally in your business description, posts, and even your responses to reviews will help boost search visibility. Focus specifically on local keywords, which helps Google understand where your business operates and who you serve. For example, instead of just “coffee shop,” consider terms like “coffee shop in [your city]” or “café near [landmark or neighborhood].” Local SEO helps ensure that when someone nearby searches for services like yours, your business appears as a top suggestion.

2. Add Products and Services

The Products and Services feature on GMB is a powerful tool for showcasing what your business offers, down to the smallest detail. Here, you can list out services or products, complete with descriptions, pricing, and photos. It’s a mini-catalog that shows customers exactly what they can expect from your business, helping potential clients make informed decisions. It also allows Google to better categorize and recommend your business for specific services, giving you a leg up in local search.

A guide to enabling alerts on questions asked on a Google business profile

3. Use the Q&A Feature

The Q&A section on GMB is a space where customers can ask questions about your business, and it’s your chance to answer them right there on your profile. Being proactive in this section demonstrates attentiveness and transparency, which can be incredibly reassuring to potential customers. Think about common questions you’ve encountered, such as “What are your business hours during holidays?” or “Do you have parking available?” Add answers to these questions even if no one has asked them yet. This helps ensure customers have useful information at a glance, potentially preventing them from going to a competitor.

4. Leverage Google Posts Regularly

Google Posts allow you to share timely updates, promotions, events, and other relevant content with your audience. Think of them as social media updates, but on your GMB profile—each post shows up in your listing and gives customers a reason to engage. Regularly update with fresh posts (at least once a week) that feature enticing offers, news about new products, or local community updates. Google often favors active profiles, so these posts can help you stay top-of-mind while also positively impacting your ranking.

5. Experiment with Google Ads for Local Promotion

If you want to fast-track your GMB profile’s reach, consider pairing it with Google Ads, specifically Local Search Ads. This form of paid advertising allows you to place your listing prominently at the top of local search results, catching the eye of users in your area. Google’s algorithms give priority to these ads, which is helpful if you’re competing in a crowded local market. It’s an investment, but one that can significantly boost visibility for a new or expanding business.

A list of Google business profiles with reviews

6. Encourage Review Generation and Engage with Reviewers

Reviews are one of the most important aspects of GMB. Not only do they influence new customers, but Google also uses review activity as a factor in local ranking. Encourage satisfied customers to leave positive reviews, and always respond to them—whether they’re glowing testimonials or constructive criticisms. Show your appreciation for positive feedback and handle negative comments professionally; this reflects your commitment to customer service and builds trust. A consistent influx of recent reviews also signals to Google that your business is active and well-regarded, which can boost your profile’s ranking.

7. Use High-Quality Photos and Videos for Visual Impact

People are naturally drawn to visuals, and high-quality photos and videos can make your business look far more attractive. Add vibrant, professional-looking photos that highlight different aspects of your business—such as the interior, products, or happy customers. A well-curated photo gallery sets you apart and helps build credibility. For an even stronger impact, consider adding short video clips (30 seconds to a minute) that showcase your offerings or provide a behind-the-scenes glimpse of your operations. Google encourages visual content, so this can work to your advantage in search rankings.

8. Track and Analyze GMB Insights to Optimize Further

Google My Business Insights provides a wealth of data on how customers interact with your profile. It includes details on how many people viewed your profile, where they found it, and what actions they took afterward, like calling or visiting your website. Use this data to identify patterns. For instance, if you notice more views on days you post updates, consider increasing your posting frequency. Or, if customers frequently click for directions from a particular neighborhood, focus your advertising in that area. GMB Insights is your roadmap to refining and continuously improving your optimization strategy.

Stars floating above a hand with text saying “Get reviews from happy customers

Tracking GMB Insights and Performance Metrics

Google provides several metrics within GMB, including how many people viewed your profile, requested directions, or visited your website. Regularly checking these insights will help you understand customer engagement and fine-tune your strategies.

Here’s what to track:

  • Profile Views: The number of people who view your listing.
  • Website Clicks: How many visitors navigate to your website from GMB.
  • Calls and Directions Requests: Indications of customer intent to visit or contact you.

Use these insights to measure the success of your GMB optimization efforts and adjust as needed.

Supercharge your Google Business Profile Today

We understand the challenges that come with optimizing your GMB profile. It’s a dynamic platform that requires ongoing attention, strategy, and adjustments to keep your business visible and thriving. Regular updates, smart decision-making, and consistent monitoring are key to keeping your profile in front of the right audience.

Let us take the reins with our GMB optimization services. At 360 Searchvertising, our team of seasoned Google My Business experts will create a customized strategy tailored to your business, so that your Google Business Profile drives real-world results.

We’re here to elevate your business, increase visibility, and generate the kind of traction that leads to more customers, sales, and success.

Get in touch with us at 360 Searchvertising today and let’s get started!